By using the Magic Formula you can be certain of gaining attention and focusing it upon the main point of your message. It cautions against indulgence in vapid opening remarks, such as: “I didn’t have time to prepare this talk very well,” or “When your chairman asked me to talk on this subject, I wondered why he selected me.” Audiences are not interested in apologies or excuses, real or simulated. They want action. In the Magic Formula you give them action from the opening word.
